Selling is all about customer value...

Selling is all about customer value--or at least the customer's perception of value. Unfortunately for insurers, mostly customers perceive insurance products as commodities with little or no differentiation among the venders

To compete with other insurers, a company must find a way to communicate to its customers the unique value they will receive as a deduction of their purchase of the particular proceeds and their dealings with the carrier. This requires insurers to pay cease attention to the information they consider probable about customers' circumstances, needs and perceptions, as well as to what degree these vary from one buyer or portion ...